enhancing relationship marketing: a case study at …

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“ENHANCING RELATIONSHIP MARKETING:

A CASE STUDY AT BINARAYA PKINK SDN. BHD.”

MOHD HASIF AKMAL B. ABD. HALIM

(2008783983)

BACHELOR IN BUSINESS ADMINISTRATION

(HONS) MARKETING

FACULTY OF BUSINESS MANAGEMENT

UNIVERSITY TECHNOLOGY MARA

APRIL 2011

“ENHANCING RELATIONSHIP MARKETING: A CASE STUDY AT BINARAYA PKINK SDN. BHD”

Asif/2011/Uitm City Campus ii

“DECLARATION OF ORIGINAL WORK”

BACHELOR OF BUSINESS ADMINISTRATION (HONS) MARKETING

FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA

I, Mohd Hasif Akmal B. Abd. Halim (I/C Number: 860304-29-5435)

Hereby, declare that,

This work has not previously been accepted in substance for any degree, locally

or overseas and is not being concurrently submitted for this degree or any other

degrees.

This project paper is the result of my independent work and investigation, except

where otherwise stated.

All verbatim extracts have been distinguished by quotation marks and sources of

my information have been specifically acknowledged.

Signature: ______________ Date: _______________


Asif/2011/Uitm City Campus iv

ACKNWOLEDGEMENT

First and foremost, my humble gratitude and appreciation to Almighty Allah, Most

Gracious and Most Merciful, who gives me a courage, inspiration and strength to

complete this Project Paper (MKT 662) work until its final form.. At last, after going

through tough challenge with strong support and guidance of several individuals, finally

I’m successfully manage to complete this research according to the planned.

I would like to express my deepest appreciation and thanks to Miss Wan Masnieza Wan

Mustapha who had given a professional guidance and inspiring ideas in preparing this

project paper. Without her help, this project paper could not come to this end. My special

thanks to Mr. Nadi @ Latif Bacho as my second examiner and Madam Muhazita Alias

whose put their experience and knowledge with fullness of responsibilities as to guide

me and ensuring my research comes within its track.

I also cannot forget the support from the company that I do my practical training,

BINARAYA PKINK SDN. BHD. They give me much information and supporting to me

during I do this research. Their thoughtful suggestion and guidance have always been

very forceful. Besides, I am very indebted to my family and my friends who also always

help me and give their supporting in completing this research. They have given the

information that will useful to my research.

Thank you very much to all parties which involving in this project either direct or indirect.

Thanks to all.


Asif/2011/Uitm City Campus v

TABLE OF CONTENT PAGE

TITLE PAGE i i

DECLARATION OF ORIGINAL WORK ii

LETTER OF SUBMISSION iii

ACKNOWLEDGEMENT iv

TABLE OF CONTENTS v

LIST OF TABLE ix

LIST OF FIGURE x

ABSTRACT xi

CHAPTER 1: INTRODUCTION 1

1.1 Background of Company 3

1.1.1 Company Vision 4

1.1.2 Company Mission 4

1.1.3 Company’s Organization Chart 5

1.2 Background of Study 6

1.3 Problem Statement 8

1.4 Research Objective 11

1.5 Research Question 12

1.6 Theoretical Framework 13

1.7 Research Hypothesis 14

1.8 Significant of Study 15

1.9 Scope of the Study 16

1.10 Limitation of Study 17

1.11 Definition of Terms 18


Asif/2011/Uitm City Campus xi

ABSTRACT

In today's high competitive and globalize business context, increasing customer loyalty

emerges as the most important challenges faced by marketers. Educating loyal

customers is frequently argued to be the single most important driver of organizations’

long-term performance, which can lead to increased sales and customer share, lower

costs, and higher prices. Therefore marketing scholars emphasize the influence of

relationship marketing as a strategically important tool from which customer loyalty can

be secured and, as a result, the achievement of higher competitiveness and enhanced

customer satisfaction can be accomplished. The main focus for this study is to find out

the principal issues in enhancing relationship marketing at BINARAYA PKINK

SDN.BHD. in order to develop well designed programs to improve relationship marketing

by turn new customers into regularly purchasing clients, and then progressively move

them through being strong supporters of the company and its product, and finally to

being active and vocal advocates for the company thus playing an important role as

referral source. The study was carried out on a convenience sample of 200 respondents

through the distribution of structured questionnaires to BINARAYA’s existing customers

within the area of Pasir Tumboh, Kota Bharu. The data were analyzed using SPSS

through the frequencies analysis, correlation coefficient analysis and regression

analysis. From the analysis, the researcher found that trust, commitment,

communication, and satisfaction have a significant relationship with the relationship

marketing. From the findings, it shows that trust is the critical factor while communication

is the least important factor. Some conclusions are provided in the research and the

researcher also stated several recommendations. It is a great pleasure if BINARAYA’s

management is willing to evaluate the suggestions from the respondents and the

researcher.

enhancing relationship marketing: a case study at …

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